When the Customer Fixates on Price It's Probably Not About the Money

&NewLine;&Tab;&Tab;&Tab;&Tab;&Tab;&Tab;&Tab;&Tab;Customers often talk cost when they have vague concerns about the product&period; Your job is to find out and solve the real problem&period;&NewLine;&Tab;&Tab;&Tab;&Tab;&Tab;&Tab;&Tab;

If the person I’m working with can afford the product&comma; but isn’t buying and continues to focus on the money&comma; I realize this buyer has other concerns&period; While your customer may be objecting to price&comma; know there is something else you might not know&period; He or she is thinking&mldr;

When these other questions are handled&comma; the price will no longer be the issue&period;

Let’s say a man is buying a birthday present for his girlfriend&period; He finds something he thinks she will love&period; You tell him the price and he says it’s more than he can afford&period; What he’s actually saying is that he’s not completely sold on that product&period; If it’s too much for that ring&comma; he either doesn’t love it himself or is not sure she will -- or both&period;

You have to get the right product that solves all of his problems&period; Address other concerns and price won’t be the big issue&period;

You can justify the price with other inventory&period; Don’t make the mistake of offering something with a lower price when you get a customer making price objections&period; This is not a way to resolve the money problem&period; When you move the customer down to offer something cheaper&comma; they are actually more likely to like the product even less than the first one&period; This will cause your buyer to believe you don’t have a solution&period;

Instead of moving them down&comma; try moving them up&period; This will get the customer thinking in terms of value&comma; not price&period; This will also determine whether the price objection was even valid or not&period; If a guy is looking at a &dollar;6&comma;000 ring and objects to the price&comma; show him a &dollar;9&comma;000 ring&period; The &dollar;6&comma;000 ring may become more attractive to him&period;

Buyers are more concerned about making a good decision than how low the price is&period; What’s the worst that can happen by moving someone up in inventory&quest;

A&rpar; He will look at something more expensive&comma; which means he wasn’t committed to the original product&period;

B&rpar; He needs to move in the other direction&comma; something cheaper&period; That makes the price objection valid&period;

C&rpar; He looks at the more expensive item but sees value in the original item&period;

Exhaust your inventory&comma; not your price&period; You are losing just as many customers to more expensive products as you are losing to less expensive products&period; Your buyer would rather pay more and make the right decision than pay less and make a mistake&excl;